—
D
Display Marketing
Definition
Display Marketing refers to the use of visual advertisements (banners, videos, images) on websites, apps, or social media platforms to promote products or services. For B2B businesses, it focuses on building brand awareness, retargeting prospects, and nurturing leads through strategic ad placements.
Expanded Explanation
Display Marketing works by targeting specific audiences based on demographics, interests, or browsing behavior:
Ad Networks: Platforms like Google Display Network or LinkedIn serve ads across partnered websites.
Retargeting: Show ads to users who previously visited your site but didn’t convert.
Visual Storytelling: Use eye-catching graphics or videos to explain complex solutions (e.g., SaaS platforms).
For B2B SaaS/CaaS businesses, display marketing keeps your brand visible during lengthy decision-making processes. Unlike one-off campaigns, display ads reinforce credibility and stay top-of-mind for prospects researching solutions.
Practical Application for B2B SaaS/CaaS
Display Marketing works by targeting specific audiences based on demographics, interests, or browsing behavior:
Ad Networks: Platforms like Google Display Network or LinkedIn serve ads across partnered websites.
Retargeting: Show ads to users who previously visited your site but didn’t convert.
Visual Storytelling: Use eye-catching graphics or videos to explain complex solutions (e.g., SaaS platforms).
For B2B SaaS/CaaS businesses, display marketing keeps your brand visible during lengthy decision-making processes. Unlike one-off campaigns, display ads reinforce credibility and stay top-of-mind for prospects researching solutions.
Example
Scenario: An HR SaaS company promotes its employee onboarding solution:
Awareness Campaign: Display banner ads on industry blogs like HR Today with the headline: “Tired of Papers? Automate Onboarding in 3 Clicks.”
Retargeting: Serve video ads on LinkedIn to prospects who visited the pricing page but didn’t sign up, offering a free Factsheet: ”Things to look out for – Onboarding Software Solutions”
ABM Campaign: Target IT directors at enterprise companies with ads showcasing integration capabilities: “Seamlessly Sync with Your Existing HR Tech Stack.”